Brand Architecture
Organizing Your Brand Portfolio to Maximize Growth.jpg?width=570&height=650&name=brand-positioning-(1).jpg)
Overview:
What is Brand Architecture?
As a brand strategy consultancy, we believe “fewer, stronger brands” is the best philosophy when it comes to managing a portfolio, given the expense and effort required to build and maintain brands. So companies are wise to design a framework—an architecture—for developing and organizing brands in their portfolio. It keeps the portfolio clear and focused and helps ensure that each brand within it is seen as distinct and, ultimately, indispensable.
Optimizing brand portfolios entails designing a comprehensive, forward-looking approach for establishing the right mix and organization of brands. Specifically, it requires developing two key strategies:
Brand Portfolio Strategy
This addresses which markets to participate in, which customer segments to target, how to align brands with target segments, the number of brands needed to sufficiently (and efficiently) serve specific markets and the strategic role for each brand.
Brand Architecture Strategy
This addresses which types of brands to have across offerings (master, descriptive, sub-, endorsed, etc.), how much emphasis to give brands relative to one another, and what type of relationships brands within a portfolio should have—especially relative to the corporate (master) brand.

Our Process
Questions
Addressed
- What is the optimal number of brands for the portfolio?
- What is the strategic role for each brand within the portfolio?
- What relationship, if any, should brands within the portfolio have with one another?
Typical
Challenges
- The brand portfolio has become bloated (too many brands) and confuses customers
- Brands within the portfolio are sub-optimally or illogically aligned with product offerings
- Relationships between brands are random, or worse, detrimental to the portfolio
Ensuring
Success
- Efficiency: The brand portfolio maximizes coverage, while minimizing overlap or duplication
- Clarity: The brand architecture is easy for customers to understand and navigate
- Alignment: Brands within the portfolio clearly map to target segments and product categories
Get to Know More
Align Your Brand Portfolio with Business Strategy
Learn the Framework and Methodology for Optimizing Brand Architecture
Brand Architecture Case Studies
Brand Architecture
Video Galley
Discover the strategic drivers of a successful brand architecture that works for your business.

The Problem with Organizing Your Brand Portfolio by Value Tier
While most brand portfolios have a value tier component, using price as a primary factor for organizing a brand portfolio is an incomplete organizing principle at best.

3+ Questions Your Brand Portfolio Should Address
Although the specific components of a comprehensive brand portfolio strategy vary based on the company and the nature of its business, most portfolios should (at minimum) address these four key questions.

What Are the Features of Effective Brand Architecture?
Aim to structure your brand architecture so it is easy for outside shareholders to view it quickly, understand it immediately, and know which offer works best for them.

How to Best Structure a Brand Portfolio
Structuring a brand portfolio is complex. Learn the guiding principles of creating a successful brand portfolio strategy.